Tag Archives: consumer

What I’d Like to See Orchestras Provide Audiences: 10 Words Over 10 Days

We have more orchestras with better-trained musicians than ever. Yet these marvels of precision bleed anxiety over the future. Most of that anxiety centers on revenue. In my view, possibly because of our focus on commerce, the artistic product needs … Continue reading

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What to Write in a Single-Ticket Ad. Yes, It Still Matters.

In this day of social technology there’s little attention paid to the ABC’s of advertising. Yet developing an effective ad will always be a useful skill, whatever the medium. Learn from The New York Times My first newspaper ads in … Continue reading

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Social Media Doesn’t Trump Direct Marketing: What the Rule of 40-40-20 Means for Orchestra Marketers in 2010

In the 60s direct marketing expert Ed Mayer popularized the 40-40-20 rule. He claimed 40% of a mailpiece’s success depended on the list, 40% depended on the offer and 20% depended on other factors including design. Check the Numbers Yourself … Continue reading

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Why Everything’s Fine in Classical Music. Including the Pain.

[This was originally posted at the League of American Orchestra’s microsite, R/Evolution, before the June 2010 League Conference in Atlanta] Everything’s Fine Everything’s fine in classical music. Let’s celebrate today’s terrific musicians, the best ever. Professional music-making isn’t a cushioned … Continue reading

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How the Orchestra Marketer Can Choose Target Segments

We can integrate consumer marketing and orchestra marketing language with a unified view of market segments. That puts us in position to select target segments and to allocate resources to marketing tasks. How Does It All Fit Together? When I … Continue reading

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